Mobile advertising in Australia is finally hitting the mainstream, with research released today by Hoop Research and IAB Australia showing that marketers are increasingly turning to the medium for brand awareness and consumer engagement campaigns.
The 3rd Annual IAB Mobile Landscape Study found marketers are expanding their use of mobile from banner style and social mobile advertising, to use a broader range of formats such including mobile video, native and in-app advertising.
The Mobile Landscape Study also found that even with a rapidly expanding market and many new advertisers, satisfaction with the effectiveness of mobile advertising has increased. Some 93 percent of buyers reported they were satisfied with the results they have achieved with their mobile advertising activities and 41 percent of marketers now use mobile advertising as a significant part of their marketing campaigns.
Alice Manners, IAB Australia CEO commented: “The Australian mobile advertising market has matured in the last twelve months, with marketers embracing the medium for more strategic brand focused activities and overall they are using a broader range of solutions. With eight out of ten respondents in the survey agreeing that the importance of the mobile screen is rising, the next phase of development will come as marketers leverage location specific targeting and when success metrics are standardised.”
The Study can be downloaded from IAB Australia’s newly launched IAB Mobile Centre of Excellence. The Mobile Centre has been developed as an industry resource providing useful support and information to advertisers about the ever-growing potential of mobile. Nielsen Mobile and Tablet Audience Measurement data will also be stocked in the Mobile Centre.
Programmatic was identified as an increasingly important part of mobile advertising, with 66 percent of respondents using it and a further 23 percent indicating their intent to use programmatic in the next 12 months. The Study also found that buyers expect to use mobile video in 43 percent of their mobile campaigns in the next year.
While measurement remains the top barrier to increasing mobile spend, just 37 percent of respondents nominated it, down from 54 percent the previous year. Respondents also reported that client understanding of mobile advertising is improving, with just 35 percent nominating it as a barrier, down from 41 percent in 2014. Viewability was reported by just 14 percent of buyers as a barrier.
Creative development was again highlighted as a challenge with a particular increase in concerns around creating effective cross platform creative as mobile in increasingly integrated in wider media campaigns.
The Mobile Study follows the recent PwC Online Advertising Expenditure Report which reported that mobile advertising grew 118 percent year on year and accounts for 28.2 percent of the digital display market – up from 20 percent in 2013.
Other key findings in the study include:
- 53 percent of respondents experienced an increase in prices in the last 12 months, while 21 percent reported a decrease;
- There has been almost universal usage of standard mobile browser banner style creative and social mobile advertising but over the next 12 months buyers are expected to significantly increase their use of:
- mobile video (from 80 percent of buyers to 93 percent including in their campaigns)
- native (50 percent to 75 percent)
- in-app (50 percent to 70 percent)
- search (77 percent to 85 percent)
The Mobile Landscape Study findings were drawn from in depth surveys with more than 350 marketing and media professionals involved in the digital industry and screened for both their position in the industry and their involvement and knowledge of mobile advertising. The Study was developed in conjunction with IAB Australia’s Mobile Ad Council.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]